Presentation

Julia KronFrederik Nordentoft Andersen

ICTs as “Technologies of freedom” The battle for eyeballs Dinosaurs or chameleons? Extending geographical reach Economic resources and constraints Structure of cost is changing Big companies increase scale and scope Network control and gatekeepers Senders and receivers – who has the power Discussion and perspectives

03.02.2010Wiring the Global Village - Shaping

Access to the Audiences 2

greater freedom of expression more democratic modes of communication

◦ Abundance◦ Horizontal linkages◦ Interactivity◦ Asynchronicity

democratic vision of the future of tele-access

BUT: mass media can use new ICTs to enforce their role in tele-access



Different strategies of increasingly competitive media to gain and retain access to the audiences

Strategic advantage of established mass media: historically anchored understanding of their audience due to …

Competition between broadcastersDevelopment of sophisticated studies of the

audienceAccumulation of knowledge of the audience



Cross-media competition for the public‘s time is likely to increase

Growing importance of electronic versus print media regarding news + entertainment

Computer users reduce their use of TV and newspaper for news

Reallocation of time in the household Possible fundamental changes in the media

habits and values of the public at large



Established media are CHAMELEONS, not DINOSAURS

adapt to their surroundings /are not made obsolete by emerging ICTs

mass media use ICTs to anticipate and respond to changes in the media habits of the audience and to reach new audiences



TV / cable pay per view, tele-shopping Newspapers on-line news services defense strategy against threat to print opportunity to reach target audience with

changing time demands and reading habits



Mass media take advantage of the „distance bias“ of electronic media to expand the geography of their markets

more choice for consumers advantages for larger firms



Small companies have gained easier access Almost every company has Web-pages,

newletters etc. Big companies has the financial power for

production and distribution Fast growing new business of

communications consultants and web-bureaus



Digitalisation and the increasing amount of online services cost for production drops

Newpapers do not print – they upload and that is for free

Printing is only 20% of total production cost What matters is:

◦ Reputation◦ Brand value◦ Economic power for investment



The logic of the market The scale and the scope

◦ The scale: Financial power makes geographic expansion easier

◦ The scope: With new merging technologies big companies can exploit their status

◦ Apple, Google and The Murdoch Empire



Latest standards within the area Microsoft and Netscape Strategy to be the gatekeeper Before: traditional publishers Now: Google The problem of bottlenecks



The pull technology: the receivers choose to download certain information or watch a specific programme

The push technology: ◦ receivers sign up for specific information

(newsletters etc.)◦ The information provider collects e-mail

addresses The audience makes the choice



The media business in crisis – new business models◦ Is there a possible way out of the crisis?◦ How do the business react to the problem of

information overload?◦ The internet Pay-per-view?◦ Would you pay yourselves?



The role of the newcomers like Facebook and Twitter. ◦ Facebook as an expanding market for

personalised advertising?◦ Twitter as a news service? ◦ Is there a limit to user-driven content?

◦Pull or Push technology?



Presentation

Documents

global village

future of teleaccess

media habits

print media

audiencesestablished

audiencesmass media

competitive media

new icts